Two thumbs up for the mobile activation Free For All created for The Globe and Mail at the 2011 Toronto International Film Festival.  From style quizzes to free beauty product handouts to a Facebook photo booth – that put you on the cover of GlobeStyle – this two-storey travelling promo got top billing!

From the up-to-the-minute concert schedule to the latest party hot-spots to directions to Collingwood, Yahoo! One Search was key to an awesome weekend at Canada’s largest extreme sporting event.  See our 360° engagement strategy come to life. 

See our Kijiji teams in action at the Rogers Centre on Canada Day 2011. From an interactive Facebook photo booth to in-stadium text to win contests to foam finger give-aways, this sponsorship was a hit with baseball fans! 

Smart Guerilla Sampling: Right People, Right Place, Right Time

Challenge

Reposition throat lozenge for more than just colds.

Activation

Eye-catching Brand Ambassadors on foot are outfitted in colouful walking billboards.  They target high-traffic sporting events, concerts and Santa Claus parades – events where prolonged cheering causes sore throats!  Trained Brand Ambassadors communicate new positioning with free samples to target audiences in four major markets across Canada.

Results

Almost 40,000 samples distributed with “repositioning” key messaging to pre-determined “convert” audiences.

Youth Experience Yahoo! Mobile

Challenge

Get young adults to experience Yahoo! Mobile One Search in a relevant and meaningful way.

Activation

Before, during and after Wakestock – Canada’s largest action sports and music festival – Yahoo! Mobile Search became the must-have navigation feature for everything from the latest band schedule to the best parties.  From target-right Brand Ambassadors to a walk-on “Information Lounge” trailer to minute-by-minute social media weekend updates, our multi-layered sponsorship activation engaged youth.

Results

Connected one-on-one with over 60% of Wakestock attendees and drove event-related searches to the top 15 “most searched” weekend terms.  Post-event surveys showed 80% of attendees recalled and retained Yahoo! Mobile messaging.

Driving Knorr Volume at Point of Purchase

Challenge

Drive mass sales of Knorr Sidekicks and support mail-in promotion over designated six-week period.

Activation

In-store across-Canada campaign positioned highly-trained, profiled Brand Ambassadors with eye-catching demo kiosks in over 200 pre-screened outlets, from Loblaws to Wal-mart. Our strategy: engage, entice product trial & drive conversion. Leverage “Buy 3 and Receive Salt & Pepper shaker” mail-in promo to drive multiple sales.

Results

Exceeded targets, reached record numbers and outperformed the competition week-over-week.  Overall drove 35% product conversion (National Category Average 25%) and averaged a 54% product movement on demo weekends.